This research is an investigation into changes in the radio listening habits of consumers who use on-demand radio. Findings indicate high daily listening rates to online on-demand radiophonic content as listeners are not dependent on schedules. Listeners proactively use the options offered by on-demand radio to satisfy listeners’ diverse needs, in line with the uses and gratifications theory. The diversity of online radio offerings encourages frequent consumption of more varied content. Findings indicate that radio’s entry into the new medium offers interactivity, demassification and asynchroneity, expands its distribution and helps it maintain its role as a relevant medium of influence.

本研究旨在调查使用点播广播的消费者收听广播习惯的变化。调查结果表明，在线点播广播内容的每日收听率很高，因为听众不依赖于时间表。听众根据使用和满足理论，主动使用点播电台提供的选项来满足听众的多样化需求。在线广播产品的多样性鼓励频繁消费更多不同的内容。调查结果表明，广播进入新媒体提供了互动性、去大众化和异步性，扩大了其传播范围并帮助其保持其作为相关影响媒介的作用。